感官知覺之產品經驗對消費者產品態度與搜尋意願的影響--以嗅覺和味覺為例

The product experiences'' influence in sensory perceptions over consumer product attitude and search intention

林奕華(Yi-Hua Lin)

指導教授 ： 林建煌

國立中央大學/管理學院/企業管理學系/碩士(2012年)

摘要

近年來網路購物的蓬勃發展，許多商品除了在實體店面銷售之外，設立網路店面也變成一種不可抗拒的趨勢，為了能有效提升消費者的購買意願，本研究希望能夠找出適合不同產品經驗的市場區隔以及銷售方式。
本研究探討產品經驗(直接經驗/間接經驗)、性別(男性/女性)、時間(無時間延遲/有時間延遲)、購買目的(自用/送禮)，以及品牌熟悉度(熟悉/不熟悉)，對消費者產品態度和搜尋意願的改變，同時並探討，在直接經驗下，產品品名(浪漫高貴/普通平凡)對於消費者產品態度和搜尋意願的影響，以及產品品名告知的先後順序是否也會改變消費者的產品態度與搜尋意願。本研究同時對嗅覺以及味覺產品進行討論，研究結果顯示：
1. 「間接經驗」相較於「直接經驗」，在味覺產品方面，會使消費者產生較高的產品態度以及搜尋意願。
2. 「間接經驗」相較於「直接經驗」，在時間推移的情況下，會使消費者產生較高的搜尋意願。
3. 「女性」消費者相較於「男性」消費者，在「直接經驗」下有較高的產品態度。
4. 在「送禮」的情況下，消費者的購買意願在味覺產品方面的「間接經驗」比「直接經驗」來的高。
5. 「間接經驗」中，消費者對於「品牌熟悉度高」的產品產生較高的產品態度以及搜尋意願。
6. 「浪漫高貴」的產品品名相較於「普通平凡」的產品品名，在味覺產品方面會使消費者產生較高的產品態度。
7. 「先告知」產品品名相較於「後告知」產品品名，在嗅覺產品方面會使消費者產生較高的產品態度。

關鍵字

產品態度 ； 間接經驗 ； 直接經驗 ； 搜尋意願

並列摘要

In recent years, online shopping becomes more and more popular, many commodities are not only sold in physical store, but also sold on Internet. It becomes an irresistible trend that companies should set up an online store in order to enhance the consumers’ attitude and purchase intention. This research intends to find out product market segmentation and marketing types which are suitable for various product experiences.
The main discussion of this research is whether different sensory perceptions in two product experiences (direct experience and indirect experience) influence consumer product attitudes or not. At the same time, we regard gender, time delay, social distance and brand familiarity as moderating variables. The result shows that:
1. In terms of taste products, indirect experience will result in higher product attitude and search intention compared to direct experience.
2. In the case of time delay, indirect experience will lead to higher search intention compared to direct experience.
3. Female consumers will have higher product attitude in direct experience compared to male consumers.
4. As a gift, consumers will have higher purchase intention of taste products caused by indirect experience than by direct experience.
5. Product with higher brand familiarity will lead to higher product attitude and search intention in direct experience.
6. In terms of taste products, products with a romantic and noble name will result in higher product attitude compared to products with an ordinary name.
7. While informing the product name before using the olfactory product, consumers will have higher product attitude.

並列關鍵字

indirect experience ； direct experience ； product attitude ； search intention

參考文獻

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